CTV advertising delivers targeted ads to users streaming video on connected devices like smart TVs or platforms such as Fire TV and Roku. Non-skippable ads typically appear before content or during commercial breaks.
Connected TV refers to internet-enabled TVs or devices that allow access to streaming services and digital content. Unlike traditional TV advertising, which relies on airwaves or cable, CTV advertising uses internet connectivity to engage viewers.
Connected TV advertising enables dealerships to capitalize on the increasing popularity of streaming services while addressing the trend of cord-cutting. Retail automotive marketers must reach households that have moved away from traditional or linear TV by reconnecting with them through CTV ads.
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The costs associated with CTV advertising can vary depending on factors such as ad inventory availability, targeting options, ad formats, ad length, and the demand for specific audiences or content. CTV advertising can be priced on a CPM (Cost Per Thousand Impressions) or a fixed-rate basis, and the overall costs should be assessed based on the campaign goals and expected returns.
OTT (Over-the-Top) and CTV (Connected TV) ads are both methods of delivering digital video advertisements, but they differ in terms of platforms, devices, and user experiences.
Advertising on Connected TV (CTV) offers brands several advantages over traditional linear TV, including advanced data-driven targeting capabilities, detailed real-time measurement and analytics, and higher viewer engagement through interactive ads. CTV reaches cord-cutters and cord-nevers, capturing younger demographics that traditional TV misses. It provides flexible and efficient ad placements with options for programmatic buying and quick adjustments based on performance data. Brands benefit from frequency capping, ensuring balanced ad exposure, and often enjoy higher ad completion rates due to non-skippable formats, resulting in better message retention and overall campaign effectiveness.
